Targeted Advertising Cookie Opt-Out (TACO) On A Roll

Privacy activist and technologist Chris Soghoian has updated his TACO opt-out plug-in to include 44 additional ad networks.  Users who download TACO  automatically get opt-out cookies from 84 ad networks, cookie tracking companies and others offering an opt-out cookie.  Importantly, this opt-out sticks even if users inadvertently delete opt-out cookies.

Since we well know that setting an ordinary opt-out cookie is a defective option, since so many users loose opt-out cookies to anti-spyware programs (or to their own browser controls), why should any ad network offer an opt-out cookie without also advising users of the need for a plug-in that will help maintain the opt-out?  Google provides one for the opt-out from its ad targeting DoubleClick cookie and the TACO is available at no cost for anyone else.  The Network Advertising Initiative has hinted that it is working on a plug-in for its members and TRUSTe could probably do the same.  We predict that plug-ins will soon be proliferating.

Is this a good thing? It is better than doing nothing.  But it’s time for the browser companies to get on this pronto, so that a special download is not needed.  Give Web sites a way to offer users a privacy choice that the browser can reliably maintain!  Respect user choice!